TECHNOLOGY OVERVIEW
What is MeQ™?
MeQ is a measure of "mutual engagement" between two brands. It is based on the engagement fans express to these respective brands in social networks. The engagement is measured by likes in Facebook, follows in Twitter and friending in MySpace, while deeper engagement is measured by various behaviors such as commenting, photo/video posting, retweeting, etc. MeQ helps you quickly see where there is mutual engagement between brands, period.
In the illustration above, the relationship between The X Factor (a TV show that started in Fall 2011) and Pepsi (its main sponsor) has a MeQ score of 92.48 out of a maximum of 100. It is based on 1,414 fans that engage with both The X Factor and Pepsi. Looked at from The X Factor's angle, 3.41% of its fans already engage with Pepsi, whereas 1.41% of Pepsi fans engage with The X Factor.
In the illustration above, the relationship between The X Factor (a TV show that started in Fall 2011) and Pepsi (its main sponsor) has a MeQ score of 92.48 out of a maximum of 100. It is based on 1,414 fans that engage with both The X Factor and Pepsi. Looked at from The X Factor's angle, 3.41% of its fans already engage with Pepsi, whereas 1.41% of Pepsi fans engage with The X Factor.
How is MeQ calculated?
MeQ is calculated by using an algorithm that takes engagement from both sides of a relationship, compares to the average and adjusts for few other factors that surface the signal from the noise so prevalent in social network data. It has been put through its paces by statisticians and comes out on top every time. If you want to learn more about it, please contact us and we will be happy to walk you through it.
Why is it important?
Consumers demonstrate their engagement with brands through their actions on social networks. Understanding where these actions intersect and there is mutual engagement is important to a brand, thus important to you. Quickly identifying and understanding which of these relationships are the strongest provides marketers extraordinary insight and guidance on where to look for new opportunities. These open the door for new ideas, markets and business for brands.
How can it be applied?
MeQ can be used to drive every aspect of brand marketing. The following shows various applications using Pepsi's affinities to illustrate.
1. Consumer Insights: Understand the broad affinities that your brand's fans have for the multitude of entities they engage with. Understand how your brand stacks up versus its key competitors as well as how their fans view your brand.
2. Brand Planning: Identify strong affinity relationships that can lead to business building opportunities in such areas as direct to consumer marketing, in-store trade promotion, PR and events.
3. Improved Brand Equity: Understand the key emotional drivers of your fans, in terms of Music, TV, Movies, Sports and Celebrities. Use these insights to develop stronger brand communication and messaging.
4. Media Planning and Buying: Identify the media properties that your brand's fans have the highest affinity for and adjust your spend accordingly. Cover every major media - TV, Radio, Print, and Digital.
5. Partnerships and Sponsorships: Identify the strongest affinities for your brand within Music, Sports, and Celebrities and leverage them through partnerships and sponsorships.
1. Consumer Insights: Understand the broad affinities that your brand's fans have for the multitude of entities they engage with. Understand how your brand stacks up versus its key competitors as well as how their fans view your brand.
2. Brand Planning: Identify strong affinity relationships that can lead to business building opportunities in such areas as direct to consumer marketing, in-store trade promotion, PR and events.
3. Improved Brand Equity: Understand the key emotional drivers of your fans, in terms of Music, TV, Movies, Sports and Celebrities. Use these insights to develop stronger brand communication and messaging.
4. Media Planning and Buying: Identify the media properties that your brand's fans have the highest affinity for and adjust your spend accordingly. Cover every major media - TV, Radio, Print, and Digital.
5. Partnerships and Sponsorships: Identify the strongest affinities for your brand within Music, Sports, and Celebrities and leverage them through partnerships and sponsorships.
What can you do with the MeQ score?
A MeQ score of 75 or above demonstrates strong mutual engagement between the brands being compared. This is a good thing. It means there are probably opportunities for these brands to work in concert to improve their marketing effectiveness and efficiency.
If the MeQ score is in the 50-75 range, this usually means one side of the relationship is strong, while other side needs to strengthen further. This may present an opportunity for one of the brands to leverage this relationship to their benefit.
When scores fall in the range of 25-50, there are two possible reasons - a weak level of mutual engagement or one side of the relationship is very weak. Relationships with these scores need to be carefully evaluated for marketing opportunities.
Scores in the range of 0-25 indicate a weak relationship from both sides. A business relationship would not be recommended.
If the MeQ score is in the 50-75 range, this usually means one side of the relationship is strong, while other side needs to strengthen further. This may present an opportunity for one of the brands to leverage this relationship to their benefit.
When scores fall in the range of 25-50, there are two possible reasons - a weak level of mutual engagement or one side of the relationship is very weak. Relationships with these scores need to be carefully evaluated for marketing opportunities.
Scores in the range of 0-25 indicate a weak relationship from both sides. A business relationship would not be recommended.
